Huge Part Of My Life - Free Essay Example

Sample details Pages: 5 Words: 1621 Downloads: 4 Date added: 2019/04/04 Category Biology Essay Level High school Tags: Animal Testing Essay Did you like this example? Animal Experimentation Did you know more than 100 million animals are killed in the US laboratories due to testing things like food, drugs, and other chemicals? (PETA). Animal testing is a huge problem in the US. Because of this, many animals are being treated under harsh conditions, suffering, and feedback can be unreliable due to the differences between humans and animal genetics. Many animals are being treated in inhumane ways like, being cute open, or having their skin burned due to experimentation (U.S. Department of Agriculture). Animals have always been a huge part of my life, I have always been a huge animal lover, and I always will be, because of this, I feel very strong about this topic. Many people around the world have grown up surrounded by animals. Some and some not feel it is so cruel to test on helpless animals who do not know what is going on. The poor animals can do nothing to help themselves, most of them are bread for testing purposes. The main animals used for these testing purposes are mostly; rats, cats, dogs, and rabbits. They are most likely locked in cages and crates, full of fear and not sure what is going to happen to them. These poor animals are being used like test dummies for anything from drugs, to toxic fumes. Many of these animals are being force fed as well and cut open for science. Don’t waste time! Our writers will create an original "Huge Part Of My Life" essay for you Create order Since these poor animals are bread for only one purpose in most circumstances, they dont know what is going on. Many are isolated, sacred, and probably in pain. According to the People for the Ethical Treatment of Animals (PETA), Animals are infected with diseases that they would never normally contract, tiny mice grow tumors as large as their own bodies, kittens are purposely blinded, rats are made to suffer seizures Its horrible to think that people are willing to do something as cruel as this to helpless animals. Many animals are being used for testing make-up, food, drugs, and fumes. As sad as it is, the employees at these laboratories know that the outcome of these testes will most likely not be positive. However, they have no problem continuing to keep testing and killing innocent animals. According to Bernard Rollin, author of Animal Pain: What it is, and why it matters?, stated that, To treat animals morally and with respect, we need to consider their mentation Many do agree with Rollin, animals have feelings and can show emotion, whether its happiness or being scared. So, if animals are treated horribly in laboratories, of course they will coward down, and show their fears and that shows that the poor animals are being treated under frightening conditions. If the animal is in a loving environment, and is shown care, then the animal will be comfortable and its happy self. Many animals may be in in horrible hash conditions, but what is worse than that is an animal suffering. With many animals in frightening situations, like being cut open, or blinded, the worry of suffering comes along. To many people animals suffering tugs at their heart strings, however, that is not the case with the employees in testing labs. Much of the testing going on in these laboratories are not permitted. In order to proceed certain tests, they must be approved. In the article Animal Welfare and the Statistical Consultant Richard Engeman, and Stephan Shumake stated, Certain experimental procedures may not be permitted legally or made almost impossible due to required bureaucratic approval processes. However, they sometimes do go on and carry through with the experiment. These experiments they conduct and hurt the animal for the rest of its life. Many times, the labs conduct the test to see how a certain fume, or beauty product will affect the animal. If it does not kill the animal, then the animal is stuck suffering with a growth, burning sensation, or even blindness. The animals who undergo surgery and get certain organs removed to see if they can live or see how it can affect them long term end up suffering with a heat disease, or any type of organ failure to their bodies. This is something that doesnt need to happen to them. Its bad enough they are locked in cages, but on top of the suffering. Personally, I think the whole animal testing is dumb as it is cruel. Animal testing is a very expensive business. Like most things, everything adds up. Laboratories must buy all the animals, and the equipment that goes along with the tests they choose to conduct. These labs spend so much money conducting the experiments and tests on the animals to see if the product will hurt them just, so they will know what will happen if we as people use it. Many times, the tests that the animals go through are not even reliable for the human benefit. There are many differences between animals being tested and humans. Animals are very different than human beings, if the laboratories are testing a new make-up product to see how it reacts skin contact. The result will most likely be different if tested on a rat then a person. Many people do not see the concern with testing animals for human purposes. It does not work well for the animals and the humans. Thomas Moss, author of, The Modern Politics of Laboratory Animal Use, says laboratory animals issue is one among relatively few areas in which the public expresses concern about the procedures, ethics, and approaches of scientific research. Many people dont see the issue with testing animals for things that are not made for them. If it isnt made for the animal, then of course it will harm them. Now, someone believe different about animals being tested. Some feel its the best and right thing to do. Why try to hurt a human or risk having permanent damage to our skin or organs when something as small as a rat can let us know how a certain product will affect one. According to the Biomedical Research Association, within the last one hundred years, most medical breakthroughs have come straight from animal testing. Yes, animals may not be exactly like humans, but they are the closest to us. Also, they make better test subjects than humans, mice only live up to two or three years. So, because of their short lifespan researches can document literally their whole life and take notes of generations all within a few years. Animals do not have legal rights as well, so it is perfectly fine to conduct research and experiments on them. Since they do not have rights laboratories do not see any problems when it comes to starting researches. Lorna Collier author of Defending Animal Research, said that, Animal research is used to test the safety and efficacy of drugs before they go on the market. But more important is the use of animal research in basic science to help us understand the processes that take place. It is very important that we know what we as humans put in our bodies. If it wasnt for testing, then we would have some very dangerous drugs out on the shelfs in our local stores. Because of animal testing, it lets the manufactories know how deadly or toxic a certain product is without giving it directly to its consumers. The animals serve as a middle man to basically let us know the side effects of any product they are exposed to. Sometimes is may not seem fair to the animals, but it is defiantly a better way than just putting g something out there not tested for safety. Yes, animal testing has its wrongs and may not sound morally right, but at the end it does help out a lot. It still seems extremely cruel and sometimes a little too much for these poor creatures to handle, however, in any articles it makes sure to mention in the eyes of science it is greatly appreciated. After reading articles and watching videos on the horrible conditions of the laboratories for the animals. I feel it is extremely cruel way to treat helpless animals. Why should they be cut open, purposely blinded, and forced to inhale toxic fumes for the sake of science? Not only for science, but even the everyday use of new products for humans. Animals and humans are genetically different, yes, they are very close to us in many ways but still dont have the same skin or DNA. Many times, the test feedback can be off. According to PETA, Theyre other ways of testing without the use of animals. A smarter way and more accurate way is by testing human cells in petri dishes. A variety of cell-based tests and tissue models can be used to assess the safety of drugs, chemicals, cosmetics, and consumer products (PETA). This is a safer way of testing, not only does it not harm the animals, there is no harm done to humans. Looks like a win for everyone one with this tactic. Work Cited Allen, Colin. Animal Pain. www-jstor-org. Wiley, Dec. 2004. Web. 4 May 2017. ENGEMAN, RICHARD M., and STEPHEN A. SHUMAKE. Animal Welfare and the Statistical Consultant.Www-jstor-org.Taylor Francis, n.d. Web. 4 May 2017. Experiments on Animals: Overview. PETA. N.p., n.d. Web. 04 May 2017. Moss, Thomas H. The Modern Politics of Laboratory Animal Use.Www-jstor-org.Sage Publications, Inc., n.d. Web. 4 May 2017. Rollin, Bernard E. Animal Pain: What It is and Why It Matters. Www-jstor-org.Springer, Dec. 2011. Web. 3 May 2017. Animal Testing ProCon.org. Should Animals Be Used for Scientific or Commercial Testing?, animal-testing.procon.org/. American Psychological Association, American Psychological Association, www.apa.org/monitor/2014/07-08/defending-research.aspx.

Slavery And The Civil War Essay - 1963 Words

Society relates slavery to the civil war and most would argue that slavery ended in 1865. With this standpoint, we often brush off or neglect to further investigate slavery in its most modern forms. Over the course of history, there are hardly any situations where a social problem was solved. Starvation still exists, as does poverty, racism, war, segregation, injustice within government systems, and yes, even slavery. Human trafficking is modern day slavery and it exists everywhere with two different categories: sex exploitation and labor exploitation. Human trafficking is not new, but what recently developed is the volume of trafficking taking place and how little we know about it. How can a problem, so monstrous and so widespread, continue with most societies being unaware of its existence? The 1800’s, and even years’ prior, were a period of unfathomable abuse towards people considered less than. The 21st century is also a period of unfathomable abuse towards people c onsidered commodities. Now the common place relation between slavery and the civil war must be over, because the monster of modern day slavery has awoken. Human trafficking has key components and facts, such as the staggering numbers of victims. The official definition of human trafficking is the illegal movement of people, typically for the purposes of forced labor or commercial sexual exploitation (Dictionary.com). Per the United Nations Office on Drugs and Crimes (UNODC), trafficking in persons is definedShow MoreRelatedSlavery And The Civil War958 Words   |  4 Pagesblood in slavery so that many parts of America could become prosperous and recognized in the world†, this is quote from Josephine Baker, one of America’s early prominent black performers. Slavery, which will be discussed in greater detail, affected Africans kidnapped from their homeland and brought to the Americas to be sold and forced to work in horrible, vile, disgusting conditions. Slavery was also a great economic boosts for the United States due to cotton, however, overtime slavery began toRead MoreSlavery And The Civil War1706 Words   |  7 Pagesitself. The United States were no longer united, mainly over the issue of slavery. In fact, many historians believe that, â€Å"From the nation’s founding, the issue of slavery threatened to tear the United States apart.† (â€Å"The Civil War† 1). The issue of slavery was always kept at bay through the utilization of various compromises; however a permanent solution was never sought after by the government. The peoples’ perspective of slavery differed by region. In the South, the economy was extremely reliant onRead MoreSlavery And The Civil War1641 Words   |  7 PagesThe American civil war was in no doubt the most crucial event in history. No other war compares or even comes close to the casualties suffered. It helped conserve and maintain the Union, drastically changed the relationship between th e federal and states government, and led to slavery’s abolition. This war has also stirred up many conflicts until this day about the conflicts and causes. Among the countless and even undiscovered questions comes the most common as being why the Southern states wereRead MoreSlavery and the Civil War1281 Words   |  5 PagesEscaped slaves from the South helped the north to win the Civil War by increasing the number of soldiers fighting in the war for the north and by spying on the south for the north. With the help of escaped slaves fighting the South, the north outnumbered the south in battles, which eventually led to the North’s victory in the Civil War. Escaped slaves form the south also helped the north by spying on the south and reporting to Union officials who reported the information to the Union army. TheRead MoreSlavery And The Civil War1527 Words   |  7 PagesSlavery is a lawful or monetary framework in which standards of property law are connected to people permitting them to be named property, to be possessed, purchased and sold as needs be, and they can t pull back singularly from the course of action. While a man is a slave, the proprietor is qualified for the efficiency of the slave s work, with no compensation. The rights and security of the slave might be controlled by laws and traditions in a specific time and put, and a man may turn into aRead MoreThe Civil War And The Slavery986 Words   |  4 PagesThe Civil War contributed to the enslaved period being terminated. The union allowed slaves to fight for them and this imposed on the slave masters throughout the south. During this period the slaves were very rebellious and violent towards their masters. They beat them, tortured them, and some even killed some of the slave masters. They all truly deserved it after the treatment that had been rendered towards the African Americans when they first arrived from the West Indies to the United StatesRead MoreSlavery And The Civ il War1447 Words   |  6 PagesSlavery and The Civil War When most people think of Abraham Lincoln, They remember him as the one President, or the one single entity , who freed the slaves. Most are not aware that before slavery the young nation was going though growing pains there were years of political strife and social upheaval that culminated in to Civil war that actually resulted in the Emancipation of Slaves. Slavery was pivotal to the compromises and conflicts of national politics in the decades leadingRead MoreSlavery And The Civil War1084 Words   |  5 PagesSlavery Slavery was one of the biggest controversies in American history. The beliefs about slavery mostly varied from the North to the South but also varied from state to state and sometimes even among family members. All of these different views caused conflicts to arise in America and slavery soon became a huge contributing factor to the Civil War. The core beliefs of anti-slavery societies differed from those of the slavery societies. Abolitionists believed that slavery was a moral and nationalRead MoreThe Civil War Of Slavery1699 Words   |  7 PagesIn the 1800s the Institution of Slavery became very dominant in the United States, but mainly in the South. Due to the climate and their type of economy, their agriculture productions required a great amount of labor that was performed by the slaves. In the south, â€Å"slavery was key to the way of life†1 the majority of the south relied on the slaves to do all of the hard work for them and maximize the profit of their owners. The northern states however had a different type of economy and did not requireRead MoreThe Slavery Of The Civil War1701 Words   |  7 PagesIn pre-Civil War America, it was a common occurrence to witness Black families torn apart, sold off as property, and treated in hateful, vile manors in the name of a higher God. Many slave owners retained t he firm belief that due to slavery being beneficial to them and the lack of clear-cut condemnation in scripture, it was a divine institution beneficial to both the slave and slave owner themselves. As a result, these ideals led to further enslavement and abuse, exploiting Blacks so that the slave

Motorola Failure Free Essays

Motorola Mobility, the ailing cellphone maker that Google bought in May, told employees Sunday that it would lay off 20 percent of its work force and close a third of its 94 offices worldwide. The cuts are the first step in Google’s plan to reinvent Motorola, which has fallen far behind its biggest competitors, Apple and Samsung, and to shore up its Android mobile business and expand beyond search and software into the manufacture of hardware. The turnaround effort will also be a referendum on the management of Larry Page, Google’s chief executive, whose boldest move has been the $12. We will write a custom essay sample on Motorola Failure or any similar topic only for you Order Now billion acquisition. Though Google bought Motorola partly because of its more than 17,000 patents, which can help defend against challenges to the Android operating system, it also planned to use Motorola to make its own, better smartphones and tablets. One-third of the 4,000 jobs lost will be in the United States. The company plans to leave unprofitable markets, stop making low-end devices and focus on a few cellphones instead of dozens, said Dennis Woodside, Motorola’s new chief executive, in a rare interview. We’re excited about the smartphone business,† said Mr. Woodside, who previously led Google’s sales and operations for the Americas. â€Å"The Google business is built on a wired model, and as the world moves to a pretty much completely wireless model over time, it’s really going to be important for Google to understand everything about the mobile consumer. † But some analysts wonder whether Google can succeed in the brutally competiti ve, low-margin cellphone business. Ninety percent of the profits in the smartphone space are going to Apple and Samsung, and everyone else from Motorola to RIM to LG to Nokia are picking up the scraps of that 10 percent,† said Charlie Kindel, a former manager at Microsoft who writes about the mobile industry. â€Å"There’s no real sign that’s changing anytime soon. † It was not always this way. Motorola executives like to talk about its glory days. The company, started in 1928 in Chicago, unveiled the first commercial cellphone in 1973. By 2004, it looked as if Motorola could again lead the cellphone industry when it introduced the popular Razr. But Apple and Samsung won consumers’ hearts with the more exciting iPhone and Galaxy phones. Motorola Mobility – which split last year from Motorola Solutions, the division that makes devices like police radios – lost $233 million in its first six weeks under Google. The phone business has been unprofitable for 14 of the last 16 quarters. â€Å"It got left in the dust by the competition and kind of missed the smartphone transition,† said Charles S. Golvin, a mobile analyst at Forrester Research. In addition to the coming cuts, Google has gutted Motorola management, letting go 40 percent of its vice presidents. It also hired new senior executives. It will shrink operations in Asia and India, and center research and development in Chicago, Sunnyvale and Beijing. Mr. Woodside also plans to cut the number of devices Motorola makes from the 27 it introduced last year to just a few. He wants to make the company’s products cool again by loading them with things like sensors that recognize who is in a room based on their voices, cameras that take crisper photos and batteries that last for days. Many of these new ideas will come from a group of just a few dozen people within the company that has the unassuming name of Advanced Technology and Projects. To foster innovation, Google created the group to drop a Silicon Valley-style start-up into a lumbering Midwestern company and recruited Regina Dugan from the Pentagon’s Defense Advanced Research Projects Agency, or Darpa, to run it. Ms. Dugan, though coming from Washington, already speaks the language of Silicon Valley. â€Å"It’s a small, lean and agile group that is unafraid of failure,† she said, and it will â€Å"celebrate impatience. She is hiring metal scientists, acoustics engineers and artificial intelligence experts. They will work for her for only two years so they feel a sense of urgency, she said, an idea she borrowed from Darpa, where people wear their resignation date on their name tags. Motorola has been spending too much money on too many different cellphone components, said Mark Randall, whom Google recruited to run Motorola’s supply chain from Amazon. com, where he did that for the Kindle. He said he planned to jettison suppliers and buy 50 percent fewer components. How to get people excited about Motorola phones when shiny iPhones are on the next shelf? Gary Briggs, who ran consumer marketing at Google and now does so at Motorola, is working on advertisements that he said would be more like Google’s – simple and emotional. They will focus on Motorola’s storied past and the ways the products are better than the competition’s, like battery life. â€Å"We have a right to compete in this market,† Mr. Briggs said, â€Å"and I think we’ve got to prove why we’re going to build and bring devices to people that are worth talking about again. † Competitors like Sony, LG and HTC will be watching losely to see how the Motorola-Google relationship develops, especially whether Motorola receives special treatment from Google. Like Motorola, they use the Android mobile operating system, for which Google receives no payment. â€Å"They certainly don’t believe Google’s going to keep a Chinese wall in place,† Mr. Kindel, the former Microsoft manager, said of the other cellphone makers. â€Å"The reality is people work together, they can pick up the phones and talk. There is going to be an advantage. † There is, for instance, a program for Google software engineers to work at Motorola for a year or two. But Mr. Woodside said Google benefited from many manufacturers’ using Android, and repeated Google’s promise that Motorola would have no advantages. He said Motorola would also compete equally with others to build Google-branded Nexus devices, which Google makes with a hardware partner when it introduces new versions of Android. A Motorola Mobility executive who recently left the company and would speak only on the condition of anonymity because he was uncomfortable talking to the news media, said that if anything, it had become more difficult than before for Motorola to have impromptu collaboration with the Android team. But still, because of the relationship, Motorola could get priority on Google products, like a mobile version of desktop software. And, people familiar with the companies say, Google could decide to follow Apple’s lead and build a phone from silicon to software, perhaps by creating a separate operating system for Motorola that other phone makers cannot use. Google and Motorola seem to have a mutually beneficial marriage of hardware and software, Mr. Golvin said. Motorola needs software smarts and Google, which has struggled with Chrome laptops, Google TV and most recently the Nexus Q, needs help with hardware. Motorola’s set-top boxes, which it sells to cable operators, could also help Google make the leap to TV screens, if it does not sell that business. In the meantime, Motorola’s cellphone expertise has already been useful. Sergey Brin, Google’s co-founder, called to see whether the sky divers he had hired to perform at a recent conference could get cell reception a mile in the sky. How to cite Motorola Failure, Essay examples

International Marketing Samples †Myassignmenthelp.com

Ques: Evaluate international marketing situations from the perspective of an internationalmarketing manager. Table of Contents INTRODUCTION PESTLE ANALYSIS SWOT ANALYSIS Recommendation. CONCLUSION References Are You Daunted by the Thought of Due Assignments? Avail Our Services and Receive Assignment Help from Experts. INTRODUCTION Muthus curry hits the top list in Singapore for their food choices. The motto of Muthus curry is Serving Passionately. It was established in the year 1969 starting from Makan shop on Klang road. Presently it has become the icon of South Indian Food serving passionately from last 43 years. PESTLE ANALYSIS PESTLE analysis helps to analyze the macro level factors of the business (Srdjevic, Bajcetic and Srdjevic, 2012). This framework will help to understand the external factors of Muthus Curry that might affect the business once they launch in UK. Political There are various political factors that can affect Muthus Curry. One of the main political decisions that can affect the business in UK is the tax rate which is levied by Government of UK. This factor has the capability to affect the spending ability of the customers and also the corporation tax of the organization. Currently the Corporation tax level has been decreased for stimulating the economic activity of the country (Ruddick, Gribben and Armitstead, 2012). Another factor is the Interest rates of UK which is low of 0.5% (BoE, 2010). This is positive factor which would help Muthus Curry to borrow huge amounts as capital expansion. This borrowing from financial institutions or banks can be long term and also the firm can choose the corporate bonds (Arnold, 2007). Apart from this the political system of the UK is based on parliamentary democracy which reduces the risk of war and also reduces the risk to operate in the country, thus making the business of Muthus curry to sustain fo r longer period (Cia.gov, 2013). Economic The present economic environment of UK has a great impact on Muthus Curry business. From the statistical perspective from 2007 there has been economic rollercoaster in UK. In the year 2007, there have been negative figures in GDP growth due to financial crisis. There was contraction of -1% in the economy followed by -4% contractions in the year 2009 (BBC News, 2012). Further there has been low growth rate in GDP of UK with 1.8% and 0.8% in the year 2010 and 2011 respectively (Data.worldbank.org, 2014). The business press indicates that the economy of UK would continue to show worst results due to double dip recession. Due to these negative pictures, there might be negative impact on the business of Muthus Curry as there might be only few customers who would buy the products due to increase in the unemployment. However, it is an opportunity for the Muthus Curry to improve the average spends per customer of UK. Social There have been various cultural and social changes in UK creating impact on the restaurants like Muthus Curry. One of the main issues which Muthus Curry should focus on is the growing aging population. Ageing population may see Muthus Curry to adapt their products or cuisine that appeals to their demography. According to the census of 2011, 86% of the total population are White ethnicity group, 7.5% of the population is Asian or the Asian British the rest are 3.3% Black and the 2.2% multiple or mixed culture people (BBC News, 2012). Since the Asian population is second largest population in UK, there is a high demand and supply of curry or south Indian food. However, Curry is the top 10 favored food of UK, especially Chicken tikka masala (The Independent, 2014) thus the acceptance level of Muthus Curry product is high. This creates an opportunity for the organization. Technological Technology developments like internet in UK can allow Muthus Curry to create online business model, as it is one of the most rapid acceptance model of the customers of UK. Online social Networking sites like Twitter, YouTube and Facebook are the most interactive platforms for communicating with the customers. This is seen as the main ingredients for a successful strategy of marketing allowing the customers to find the best facilities and develop effective communication using the apps on their smartphones. Legal It is very much important for Muthus Curry to conform the legal minimum standards that are enforced by the jurisdiction. The main key legal regulations are food regulation where they must follow the regulation of food processing, food packaging and also food sourcing. Environmental UK regional climates depend on Latitude and Atlantic ocean. The temperature of UK ranges from seldom extreme to cooler, sometimes drier and less windy especially in the eastern regions. However, the country has the possibility to suffer from high intensity natural calamities like forest fires, hurricanes earthquakes (Theretailbulletin.com, 2013). Despite such issues, the weather of UK is good and is suitable to eat curries. SWOT ANALYSIS Strength Establised in 1969- For past 43 years they have been serving the Singapore population with passion with excitement of foodie in the way the mix the ingredients in their dishes. A lot of supporters- Since their 43 years of establishment they have increased their customers base and have captured the market by providing variety of dishes from both Southern and Northern region of Indian subcontinent. Curry fish head- Mango lassi and Fish Head Curry is their signature dish Worth of mouth- Since their customer base is high; the word of mouth helps to increase their growth in the country because of referrals the other customer assumes that the restaurant provides high quality products and services. Weakness Limited market (space) - high competitive- Singapore food market is highly competitive in nature. The HRI sector is performing very well with diverse restaurants and hotels (gain.fas.usda.gov, 2014). For instance, the Suki Group is focusing on providing affordable products with high quality and is almost capturing market (Thinkbusiness.nus.edu, 2014). This is creating the market space limited to grow. Low population rate (Overall Indian)- The total population of Singapore is growing at a slowest rate with 1.6% compared to last year. The population is now is 5.57 million (Straitstimes.com, 2014). The overall population consists of 74.2% Chinese, 9.2% Indian, and 13.3% Malay and rests other 3.3% (Indexmundi.com, 2014). The market is much of Chinese people thus the preference would be more of Chinese food. Weather in Singapore- The climate of Singapore is tropical is humid and warm throughout the year (Statravel.com, 2014). Opportunity Large Population: Indian population is second largest in UK which and this makes the Muthus Curry to tap the Indian market in UK compared to Singpaore. Apart from Indian Market, the UK market is also shifting towards curry dishes. This gives them an opportunity. Easy to employ employees: Due to financial crisis, there is a rise in unemployment, opening a branch in UK would help to employ many people who would give them an opportunity to understand the culture of UK. A market demand: London now consists of most of the Indian restaurants and Britain now is boasting the Indian restaurant. British are too much enthusiastic about curry dishes. Chicken Tikka masala is their favorite dish (Hindley, 2014). Threat Lack of foreign investment experience- The infrastructure development rely much on the foreign investment. There is a lack of international consensus on government role in the industrial strategy (gov.uk, 2012). Weather in Singapore is much better than UK Restaurant industry of UK has high competitors which have captured the market of London. Recommendation Segmentation (in UK) Geographic There is high preference for Asian ethnic food in UK (Hamlett et al., 2008). The Singapore restaurant Muthus curry will be preferred in UK. The climate in UK is temperate in nature. The winters are severely cool and the summers are not very hot. The ethnic food of Singapore will be preferred by the UK nationals as the food has unique combination of herbs and spices. The food in Singapore has originated from Malaysia. The ethnic qualities of the Asian food will make it popular in UK (Lawrence et al., 2007). Demographic Asian food is preferred by the low income group, middle income group and the high income group UK nationals. The food is available at cheap prices. Singapore food has morphed from the street food paradise into the culinary capital that has found its way into the gastronomic temples of high cuisine in UK. The ethnic food of Singapore is preferred by people belonging to all age group (Jones, Comfort and Hillier, 2004) ; (Kearney, 2010). Psychographic Healthy eating has become a mainstream dining trend in UK. The salt, sugar and fat are being replaced by healthy and bold flavors. Since the ethnic food of Asia offer healthy variants, Singapore food will be popular in UK. The food in Singapore is healthy and it is a mixture of herbs and spices. It is seen that the consumers in UK prefer Singapore food more than the western cuisines. The diversity of the cuisines of Asia has increased its attractiveness (Nam, Jo and Lee, 2010). Behavioral Majority of the population in UK prefer healthy and spicy food. The diversity of the Asian food is the major attraction. The current trends in the industry show that the Indian food is highly popular among the residents in UK. There is increase in the number of Indian restaurants in UK. Thus looking at the current trends it can be said that there is high scope of Indian restaurants in UK (Rasarestaurants.com, 2014). Group Name of the Segment and Characteristic Profile Value / Benefits 1. Working population in UK prefer various types of food. Eating out is the new trend in UK. They spend on lunch. They like experimenting with new kinds of cuisines. The working population belongs to the age group of 25 to 60 years. The purchasing power of this group is high. This can be a favorable target for Muthus curry. 2. Foreign and Local tourist. The number of tourist is less. They come from diverse cultural background. The tourists belong to the age group of 23 to 65 years They will also form a potential market. 3. Students are mostly UK nationals. They are short term customers. They prefer dining out with friends and family during occasions. They belong to the age group of 18 to 25 years. They will also form a huge market for Muthus curry. Positive worth of mouth about Muthus curry from Friends and family will be effective. 4. Neighborhood residents will form long term association with Singapore Cuisine. They will come to Muthus curry along with friends and family. They belong to the age group of 8 to 70 years. They will form a potential market for Muthus curry. They will form a long term relationship. Targeting strategies The target market group has to be identified by Muthus curry. Muthus curry will form a strong base in UK if they can identify the potential market segment. The segmentation analysis shows that the working population and the students comprise majority of the customers for Asian cuisines in UK. There are some firms that sell a product to one segment of the market. The product has mass appeal. While there are other firms target diverse segments of the market for the product. This is known as multi segment marketing. The working population will form the primary group and the students will form the secondary group of the target market for Muthus curry Market Positioning Perpetual positioning Market entry strategy Muthus curry will position itself in the UK market by entering into a joint venture with the Rasa Restaurant. Rasa restaurant is an already established Indian restaurant in UK. It was established in 1994. It is an award winning chain of restaurants. It offers southern Indian food to UK. Muthus curry will gain popularity from the reputation of Rasa restaurant. It will enter into a joint venture with Rasa restaurant. The name of the joint venture will be Rasa and Muthu Restaurant. The joint venture will beneficial for Muthus curry (Killing, 2014). The joint venture will help Muthus curry to achieve a strong position in UK (Deitz et al., 2010). Rasa restaurant is an already established restaurant in UK. It will be easier for Muthus curry to target its market. Rasa restaurant serves Indian cuisine. The joint venture between the two restaurants will offer Indian food along with Singapore dishes (Technology, 2003). There will be a good mixture of two cultures. This will be attractive for t he customers. The cost for opening a restaurant in UK will be reduced. Both the restaurants will share the risk equally. The joint ventures between the two firms will remove the barriers of trade. The policies of joint venture will create the climate for business that will be beneficial for both the firms. The profit margin of Rasa restaurant will increase with the joint venture. The market share of Asian restaurant in UK will expand. The joint venture is a good strategy to explore the UK market (Rasarestaurants.com, 2014) ; (Washington and Patterson, 2011). International Marketing mix Product Home Host Decision Tangible and Augmented Tangible and Augmented Tangible and Augmented Range of food products Range of food products Adaptation ( Local Taste of UK) Home country The product will be tangible and augmented. Muthus curry offer wide range of product to their customers. In Singapore, Muthus curry offer both vegetable and non vegetable items. Some of the extremely delicious food offering of Muthus curry are fish head curry, lamb curry, sheekkakbabs. The North Indian food offered by Muthus curry is delicious. Host country The product will be tangible and augmented. Since, Muthus curry will enter into a joint venture with Rasa restaurant, the product offering of both restaurants will be conglomerated in the new restaurant. The new restaurant named Rasa and Muthu restaurant will offer North Indian cuisine as well as South Indian cuisine. The range of offering of the restaurant in UK will increase. This will be one of the major advantages for the Indian restaurant in UK. Decision The product offering in UK will be tangible and augmented. Rasa and Muthu will offer South Indian as well as North Indian cuisine in UK. The customers in UK will have the delicious experience of both the cuisines. It will portray the culture of India Price - Home Host Decision Market price Market price Adaptation Sales Maximization Sales Maximization Standardized Penetration Price Penetration Price Standardized Market Based pricing Market Based pricing Standardized In Home country The price of the food at Muthus curry is moderate. In the home country, the price of food items offered by Muthus curry range between $10 to $30. This price is affordable by the UK nationals. The objective behind pricing of Muthus restaurant in Singapore was to increase the market share of the organization. The maximization of the sales of the restaurant was the main objective. This will help the organization to have a strong base in Singapore. The penetration price for the food items at Muthus curry will be moderate. The pricing strategy used by Muthus curry in home country is based on the price of the competitors. In UK The price of the food items of the Rasa and Muthus restaurant will be between 10 to 30. Moderate pricing will help the Indian restaurant in UK to have strong base of customers. There are large numbers of Indian restaurants in UK. The price of the vegetable meal will range between 20 to 23 and the non vegetarian meal will range between 30 to 35. The pricing strategy of the Rasa and Muthu was to maximize the sales of the restaurants. There is wide range of Indian restaurants in UK. The pricing strategy of the restaurant has to be moderate. This will ensure strong positioning in the market. The penetration price will be moderate to maximize the sales of the organization. The pricing strategy of the new venture in UK will be based on the prices of the market competitors. Decision The price at the Rasa and Muthu restaurant will be moderate. This is done to increase the market share of the restaurant in UK. There is large number of Indian restaurants in UK. The increase in the price of the food items will reduce the market share of the organization. The pricing strategy of the Indian restaurant in UK will be moderate. This will maximize the sales of the restaurants. The organization will gain competitive advantage. The penetration pricing will be standardized in nature. The pricing strategy will be standardized in nature. Place - Home Host Decision Manufacturer to consumer Manufacturer to consumer Standardization Selective Selective Standardization Push Push Standardization At the home country and the host country, the food will be directly served by the restaurant to the customers. The wholesalers have no role. The distribution of the food items will be selective in nature at the host as well as the home country. The customers will chose the product and it will be served at the restaurants. The restaurant owners will use the push strategy. They will generate positive word of mouth for their product that will generate new customers for the restaurants. Promotion Home Host Decision Reinforce Inform Adaptation Rational Rational Standardization Trade Promotion Word of Mouth Trade Promotion Word of Mouth Standardization The quality of food offered at the Rasa and Muthus restaurant will generate positive word of mouth. This will generate new customers for the restaurant. Since there are large numbers of Indian restaurants in UK, it is important for the restaurant to offer good quality food that will gain positive response from the customers. CONCLUSION In conclusion, this report has highlighted the International market analysis of Muthus Curry. 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